L.A. Care Launches Ad Campaign Targeting Uninsured
Posted on: Wednesday, 30 May 2007, 18:00 CDT
LOS ANGELES, May 30 /PRNewswire/ -- L.A. Care Health Plan, the nation's largest public health plan, will launch a new advertising campaign this week targeting low-income Hispanic uninsured families. Nationally recognized advertising agency La Gente de RLR was awarded the account in February, and is handling all creative development, production, media planning, and media buying. Through this effort, L.A. Care hopes to reach uninsured families who are eligible for government-sponsored health care programs (such as Medi-Cal and Healthy Families) but are not enrolled for a variety of reasons.
"L.A. Care has a vision of a healthy community made possible by health care that is accessible and responds to people's needs in a way they can understand," said Howard Kahn, CEO of L.A. Care. "Part of that effort is to ensure L.A. County residents know the health care options available to them." With nearly 800,000 members, L.A. Care provides health care coverage for low-income and vulnerable populations through Medi-Cal, Healthy Families and L.A. Care's Healthy Kids. Currently, more than two million people in Los Angeles County are uninsured, of which over one million are Latino. Many uninsured are eligible for government sponsored health insurance, but they are not enrolled due to cultural and language barriers that make it difficult for some to apply, while others simply do not know that they eligible for free or low-cost health insurance programs.
"Many of our members are from countries where there is no concept of individual health insurance," said Andrea Van Hook, L.A. Care's Communications and Marketing Director. "They are used to broad-based, state-run health programs, and so don't realize that in this country, one must sign up for health coverage."
The L.A. Care campaign is unique for U.S.-based health plans in that it was originally conceived and created in Spanish first, rather than in English and then translated. The creative uses citrus oranges in a variety of ways to promote the concept of a healthy lifestyle. Featuring television spots, radio, outdoor advertising, and promotional tie-ins, the media buy is 80% Spanish-language media and 20% English-language. The campaign begins in mid-May and runs through the fall.
"We found it refreshing that L.A. Care decided to focus on the Spanish media first, rather than the other way around," said Ralph Lacher, La Gente de RLR Principal. "As a result, we believe the creative concept of L.A. Care 'spreading health' is relevant and culturally appropriate for the diversity of Los Angeles."
To view the "Oranges" campaign, please visit http://www.lacarecampaign.com/.
About L.A. Care
L.A. Care Health Plan is a community-accountable health plan serving Los Angeles County residents through a variety of programs, including Medi-Cal, Healthy Families, and L.A. Care's Healthy Kids. Celebrating its 10th anniversary this year, L.A. Care is a leader in developing new programs through innovative partnerships designed to provide health coverage to vulnerable populations and to support the safety net. With nearly 800,000 members, L.A. Care is the nation's largest public health plan. For more information, please visit http://www.lacare.org/.
About La Gente de RLR
Since its launch in 1989, La Gente de RLR has been a leader in providing intelligent advertising and marketing solutions to a broad range of U.S. and Latin American-based clients. No other agency has greater insight into the rapidly changing dynamics of the Latino consumer than La Gente de RLR. Our innovative Latino Consumer Trend Indicator(R) enables us to identify what Latinos are thinking and what moves them to buy. For more information, please visit http://www.lagentederlr.com/.
L.A. Care Health Plan
CONTACT: Martha Arevalo of Arevalo Sanchez, Inc., +1-323-636-6509,martha@arevalosanchez.com for L.A. Care Health Plan; or Misty de Lamare ofL.A. Care Health Plan, +1-213-694-1250, ext. 4115, mdelamare@lacare.org
Web site: http://www.lacare.org/http://www.lacarecampaign.com/
Source: PRNewswire
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